Tourism WA outlines key activity for 2019

Attracting more visitors to Western Australia is the number one priority for Tourism WA in 2019, according to the agency’s Chairman Nathan Harding and Managing Director Brodie Carr.

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The pair outlined Tourism WA’s key activities for 2019 at an industry briefing and explained that each action was designed to bring more visitors to the State.

“Tourism WA last year developed a Two-Year Action Plan, in consultation with the tourism industry. We are just over half-way through the plan, which runs until the end of 2019,” Mr Harding said.

“Good progress has been made, with some encouraging outcomes, including a 22 per cent growth in holiday visitors from the East Coast, executing a highly successful AFL marketing strategy, securing direct flights between Tokyo and Perth with ANA, and locking in a number of big visitation events.”

Mr Harding said while 150,000 extra people visited WA over the past year, Tourism WA would continue to focus on attracting more people as well as increasing spend and regional dispersal through campaigns such as Road Trips.

“The immediate focus is on tactical campaigns with airlines and agents to drive visitation,” he said.

“This year Tourism WA has 20 tactical campaigns running on the East Coast and a further 83 in our international markets. Consultation has commenced on more clearly defining WA’s narrative, which will redefine all of Tourism WA’s future marketing, inform the new home-grown event, and will be the basis for developing the State’s longer term tourism strategy beyond 2020.”

Mr Carr said events would also play a key role in attracting visitors in 2019.

“This year Western Australia will host three of Tourism Australia’s top trade events – ATE, Corroboree and Dreamtime. These events will bring some of the most influential members of the world’s travel industry to the State and we want them to leave with great knowledge of what WA offers visitors, and a passion for the destination,” he said.

“In terms of consumer events, last year we announced a new format for our signature food and wine event – Western Australia Gourmet Escape – which will be held across 10 days in the Swan Valley, Perth and Margaret River. The new event will build on the great success of Margaret River Gourmet Escape and give visitors a compelling reason to visit the State.”

Mr Carr said securing Manchester United, one of the world’s most successful sporting clubs, to spend more than a week in Perth in preparation for the 2019-20 season was a key achievement in 2018.

“The visit will include two friendly matches against Leeds United and Perth Glory and adds to an already strong line-up of sporting events at Perth Stadium in 2019, including strong AFL fixtures, the NRL State of Origin game two in June and rugby union’s Bledisloe Cup in August,” he said.

Tourism WA will continue to build on its Asian markets, with a particular focus on Japan, China and the emerging Indian market.

“2018 ended on a high with the announcement that Tourism WA and Perth Airport secured direct flights from Tokyo to Perth with ANA. Tourism WA will support the flights with a multi-million dollar boost in marketing activity within Japan, which involves a focus on trade and consumer activity,” Mr Harding said.

“India will also be an area of focus as we continue to execute our entry plan entry for that emerging market and, in the longer term, help attract a direct air service to Perth.”